Monday, July 23, 2012

Pedicabs Make a Comeback

Written By: Cheryl Scott

The most stylish way to get around these days is as old-fashioned as a walk in the park.

The common denominator of every successful entrepreneur story is an idea whose time has come.
When Jesus Chavez and partners Joseph Bradley and Dana Seagraves
started the Long Beach Pedaler Society in October 2011, they felt
confident that the time had come for an idea that is as old as the hills
and as fresh as the ocean air.
Pedicabs have been a transportation staple in many countries for
centuries, but here in the United States, the idea has never quite
caught on — until lately. The Pedaler Society has become the
ride of choice for visitors to Belmont Shore, especially in the evening
hours when Second Street is in full swing.
According to local legend, the first Pedaler Society was started by a
group of pioneers from Charleston who decided to leave town when South
Carolina decided to leave the Union. Just as they were leaving, one of
them found a crate abandoned in the street. It was marked Olivier Bros.
Modele Un. When he and his partners opened the crate, they discovered a
bicycle equipped with a carriage.
Although many in the original group were lost in the rough journey
and even rougher life on the frontier, their offspring continued to
search for a new home in the Wild West. They had heard of the formation
of a small coastal town named Long Beach in Southern California. They
headed straight to the town and found a bustling yet picturesque
community. They decided to stay and make this place their home.
It is said that the three partners, after mastering the control and
use of the Modele Un, agreed to start a business. The Long Beach Pedaler
Society was born atop Signal Hill with a handshake a shout of “Let
there be transport for all!”
Pedicabs made sense back then, especially in a city with a bustling downtown and a climate that lured people outdoors.
But in the interim, automobiles, taxis and even bicycles have come
along. So where would the idea of pedicabs still have — er, traction?
Belmont Shore, of course.
Chavez says the company now has 13 “Royals,” their name for the
pedalists, and they are all kept busy on Second Street night and day.
“During the daytime we have a lot of people who just want to get a
few blocks up the street,” he said. “The parking in the Shore is
difficult and often the traffic is slow moving. A cruising pedicab is a
good choice for them. All they have to do is flag us down. Or if they
live in the Shore and just want to get out of the house and do some
shopping, they can call us to pick them up.”
And when he says “us” he means it. He and both partners are all
Royals, pedaling their fares with a bit of showmanship and a lot of
personality.
“We hire people who know the city well and who enjoy talking to
people,” Chavez said. “We want them to be able to talk about the city
and point out different attractions as well as recommend places to shop
and eat.”
When the group first posed their plan to the city, everyone involved
in the permit process was supportive, even enthusiastic. “We worked with
several different planners and others in the business license
department, and they were terrific,” he said. “They helped us out in
many ways. The idea was so new that it could have been difficult to
obtain a license, but Long Beach was really helpful.”
Although other pedicab businesses have been tried, the Pedaler
Society is the only one that has succeeded. The difference is that the
company is community-based and is in it for the — well, long haul.
“We don’t want to ride on gimmickry for our success,” Chavez said.
“We serve a useful purpose where it’s needed. We are basically a
transportation company.”
The company has a solid business plan that includes promotional
partnerships with community groups, event planners and local
establishments. “Sometimes when there is a big event the organizers will
hire us to display their advertisements while we go about our business
of providing rides up and down Second Street,” he said. “We also have a
cross promotional agreement with Legends and other clubs.”
And speaking of Belmont Shore watering holes and eateries, they
provide the backdrop for a new phenomenon. Second Street, always lively
in the evenings, has become the place to be after dark, rivaling Sunset
Boulevard as the place to see and be seen by the younger set.
So think of it. Hundreds of well-heeled (sorry, can’t help it) young
ladies in Jimmy Choos and other precarious footwear, provide a steady
stream of customers for the most innovative form of transportation the
city has seen in years. And all they have to do is use their cell phones
to summon one.